The global baby personal care market was valued at around USD 56 billion and is expected to grow at an annual CAGR of approximately 7% from 2016 to 2024. The increasing awareness among consumers regarding child hygiene and the growth of the organized retail sector are some of the primary factor driving the increase of the baby personal care market.
Increased disposable income of parents, changing lifestyle, and improved standard of living in developing countries is projected to drive the baby personal care market. The average age of parents has significantly increased which has impacted the demand for baby personal care products positively as a higher aged parent are economically and financially more stable to look after their babies.
Escalating women workforce has led to increased disposable income and has augmented the purchasing power of a family; this factor is projected to amplify the demand for baby personal care products across the world.
The baby personal care market is segmented into various product types such as cosmetics, toiletries and other products. Cosmetics include baby skin products, hair care products, oral care, and bath care products. Toiletries comprise of disposable diapers, fragrances, training nappy, and baby wipes. Other products include organic baby care products, baby grooming products, and baby personal care sets & kits.
In the cosmetics segment, baby skin care products account for a significant market share, followed by baby bath care and hair care products. Despite the fact that these products are significantly expensive, parents still prefer the best and branded products for their child, thereby disregarding the cost of certain products.
The toiletries segment also accounted for a significant market share in 2015 and is expected to grow at a high growth rate during the forecast period on account of increased demand for disposable diapers. Baby wipes are also projected to grow at a significant growth rate during the forecast period. The growing demand for toiletries is expected to augment the overall demand of the baby personal care market.
Improved economic conditions and increasing urbanization in developing countries of Asia Pacific, Central & South America, and Africa is projected to drive the growth of the baby personal care products such as disposable diapers and skin care products from 2016 to 2024.
Though the market penetration of baby hair care products is very low as compared to other products in this segment, it is expected to witness considerable demand over the forecast period on account of increasing marketing and advertising activities that are undertaken by manufacturers.
Economies including Europe, North America, and the Middle East account for a significant share of the baby personal care market. Asia Pacific is projected to grow at a high CAGR on account of rising in disposable incomes. Regarding revenue, the U.S. market is anticipated to hold a significant share in the baby personal care market over the forecast period.
The baby personal care market also witnessed growth in baby products that are organic in nature and poses no threat to a baby’s well-being. Demand for organic personal care products is expected to provide a huge opportunity to baby personal care product manufacturers. However, the relatively higher prices of organic baby care products as compared to regular baby cosmetic products are anticipated to restrain the market growth in this segment.
Stringent regulations implemented on clinical trials and commercialization of these products is expected to lower the demand for baby personal care products. The toiletries segment is anticipated to witness the least entry barriers on account of less development cost and regulatory issues as compared to other baby personal care products.
Manufacturers such as The Procter & Gamble Company, Kimberly-Clark Corporation, and Johnson & Johnson Limited Company have invested heavily in research, innovation and development of a vast variety of baby personal care products. The baby personal care market is projected to be ruled by the toiletries segment, on account of its extensive product range arranged by manufacturers such as Procter & Gamble (P&G) and Kimberly-Clark. P&G drove sales in the toiletries segment with its premium diaper brand “Pampers”. Kimberly-Clark is the second biggest baby personal care product manufacturer with toiletries brands such as Huggies, GoodNites, Pull-Ups, and DryNites. Johnson and Johnson (J&J) contributed to the growth of the baby cosmetic segment with its baby skin & sun care products, hair care products, and shower gels. It is estimated to be the third-largest baby personal care player in the market.
Other key players in the baby personal care market are Nestle S.A., BABISIL, Cotton Babies, Inc., Danone S.A., The Himalaya Drug Company, Farlin Infant Products Corporation, Mead Johnson Nutrition Company, Avon Healthcare Limited Company, Bonpoint S.A., Dabur International Limited, Wipro Consumer Care & Lighting (Wipro Group), Abbott Nutrition, Burt’s Bees Inc., L’Oreal S.A., Marks & Spencer PLC, Nivea, Unilever PLC and others.
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